“When you look at displays, some people are focused on size. There’s a few other things about the display that are important. Some people use OLED displays, the color saturation is awful," Cook said today. "The Retina display is twice as bright as an OLED display. I only bring these points up to say there are many attributes to the display, and what Apple does is sweat every detail. We care about all of them and we want the best display, and I think we’ve got it."

Tell us how you really feel, Mr. Cook.

Despite his unabashed condor on OLED, Cook was more reserved in his remarks when discussing the perceived market demand for larger smartphones (specifically, smartphones like the iPhone, only with a larger display). "I don't want to say what we will do or won't do," Cook stated, surprising some that he left the door so wide open regarding a possible Apple "phablet."

"We put a lot of thinking into screen size," he added, doing little to squelch rumors that Apple is presently building a larger iPhone. "And believe me, we've picked the right one."

Notwithstanding Cook's keynote declaration that he's "not going to talk about what we're going to do in the future," Cook may have told us everything we need to know about Apple's current line of thinking with regard to two key issues: OLED is "awful" and the prospect for an iPhone model with a larger screen certainly hasn't been ruled out.

Add me to the minority, I'm fine with the iPhone 5 screen, yes even the 4S.......if I want a bigger screen I get out my iPad Mini. I don't want a phone that is that big and bulky....it looks really stupid to see someone with the "you know what-note" holding it up to their face. keep this trend up and I can get my old "Cellular One Back Pack phone" out from the basement and use that.

Add me to the minority, I'm fine with the iPhone 5 screen, yes even the 4S.......if I want a bigger screen I get out my iPad Mini. I don't want a phone that is that big and bulky....it looks really stupid to see someone with the "you know what-note" holding it up to their face. keep this trend up and I can get my old "Cellular One Back Pack phone" out from the basement and use that.

There has been a lot of usability put into the size of the current iPhone screens. People don't understand this. You should see my wife with her small hands trying to use a smartphone with a larger screen... she can't one-hand it... she has to start using both her hands. The iPhones size is such that you can easily hold it in one hand and control it with that one hand. Even with my larger hands I find the larger form factor and screens of some of the larger smartphones just are not comfortable to use with one hand.

It's a trade off, and one that Apple has chosen deliberately... it's not a decision that was just hap-hazardly made.

Add me to the minority, I'm fine with the iPhone 5 screen, yes even the 4S.......if I want a bigger screen I get out my iPad Mini. I don't want a phone that is that big and bulky....it looks really stupid to see someone with the "you know what-note" holding it up to their face. keep this trend up and I can get my old "Cellular One Back Pack phone" out from the basement and use that.

I am just curious based on what you wrote. Is the only reason you don't want a bigger screen because you are worried other people will think you look stupid, the way you look at people with a Note? Just thought it was interesting.

I think that it is odd that just because other vendors are going big, that Apple has to go big to compete. I like the taller aspect of the iPhone 5, but still like the slimmer width. Apple will do what Apple will do and people need to re-adjust their expectations.

Personally, I don't see the need for a larger screen. I actually like the smaller screen of the 4S more than the taller iPhone 5 screen. But I seem to be in the minority on this topic.

I completely agree.i prefer the 4s and below screens. The 5 screen really isn't bigger, just longer. Stupid idea. I'm hoping the 6 will actually have a bigger screen. That's why I'm not sticking to what I wanted (waiting for 5s) and just skipping up to the 6.

i would absolutely love a iphone with a display of 5" or 5.5" droooooooooooooooooooooooooooooooooooooooool

For real, I'm somewhat of a giant and the iPhone is just like a kids toy to me, my note 2 is practically the size of a normal phone for me. I think im one of the only people on this planet that can use the note 2 functionally with one hand.